THE ANTECEDENTS AND CONSEQUENCES OF BRAND EQUITY IN KOREAN BBQ BUFFET RESTAURANTS
Publication Date : 01/01/2018
The purpose of this study is to examine the antecedents and consequences of brand equity in Korean BBQ buffet restaurants. Despite being an integral part of food service industry, research on buffet is still very limited. Moreover, research on Korean BBQ buffet restaurants is even nonexistence. Therefore, this study aims to fill the research gap by providing insights on brand equity, its dimensions, and its influence on repurchase intention through the representation of Korean BBQ buffet restaurants setting. This research is categorized as a descriptive research which is constructed using quantitative research method. Self-administered surveys consisting of 302 questionnaires were distributed as the research’s data collection tools. The entire fundamental statistical analyses for this study were evaluated by Statistical Package for the Social Sciences (SPSS) version 20.0. According to the result of the study, there was a strong evidence that brand equity has a significant positive influence on repurchase intention in Korean BBQ buffet restaurants. Furthermore, it was found that brand loyalty was the strongest influence on brand equity. Conversely, service quality was the weakest influence for brand equity. This research paper is then concluded by the discussion of limitation, implications, and suggestions.
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